MTV Audience in United States
MTV has an estimated audience of 12,442,138 people in United States. 59.4% are female, 40.6% are male, average age 32.2. Top regions: California, Texas, New York. Top brand affinities: Rhianna (singer), Euphoria, Comedy movies, Harry Potter, Taylor Swift.
The average MTV fan in United States is 32.2 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Rhianna (singer), Euphoria, Comedy movies, with strongest over-indexing on Rhianna (singer) (6.25× the country average). Demographically, the MTV audience skews more female with an average age of 32.2, and over-indexes on personality traits such as Extroversion, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Movies & TV · Type: Brand
Demographics of MTV fans
| Metric | Value |
|---|---|
| Female | 59.4% |
| Male | 40.6% |
| Average age | 32.2 |
| Estimated audience size | 12,442,138 |
Audience persona
The typical MTV fan in United States is more female, around 32.2 years old, with strong Extroversion tendencies and a notable affinity for Rhianna (singer).
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 1,558,801 | 1.14× |
| Texas | 1,218,289 | 1.14× |
| New York | 1,146,815 | 1.65× |
| Florida | 882,843 | 1.05× |
| Pennsylvania | 476,498 | 1.14× |
| Ohio | 453,079 | 1.18× |
| Illinois | 443,304 | 1.07× |
| New Jersey | 421,029 | 1.33× |
| Georgia | 414,773 | 1.08× |
| North Carolina | 393,145 | 1.05× |
| Michigan | 384,216 | 1.18× |
| Arizona | 360,767 | 1.42× |
| Virginia | 301,330 | 0.99× |
| Maryland | 257,381 | 1.2× |
| Massachusetts | 256,468 | 1.05× |
| Indiana | 235,015 | 1.03× |
| Tennessee | 226,484 | 0.91× |
| Washington | 215,150 | 0.86× |
| Alabama | 202,580 | 1.17× |
| Louisiana | 196,380 | 1.22× |
| Missouri | 190,166 | 0.95× |
| South Carolina | 188,569 | 1.01× |
| Wisconsin | 175,224 | 0.94× |
| Colorado | 170,773 | 0.87× |
| Kentucky | 158,565 | 1.02× |
| Minnesota | 149,358 | 0.84× |
| Connecticut | 149,000 | 1.19× |
| Oklahoma | 143,731 | 1.04× |
| Nevada | 133,703 | 1.11× |
| Oregon | 133,404 | 0.94× |
| Mississippi | 96,612 | 0.94× |
| Arkansas | 93,631 | 0.91× |
| Kansas | 90,467 | 0.92× |
| Iowa | 87,031 | 0.85× |
| Utah | 80,722 | 0.72× |
| West Virginia | 67,396 | 1.16× |
| New Mexico | 58,912 | 0.94× |
| Nebraska | 58,118 | 0.93× |
| Rhode Island | 48,894 | 1.23× |
| Idaho | 47,199 | 0.76× |
| Hawaii | 43,148 | 0.81× |
| New Hampshire | 39,470 | 0.81× |
| Washington, District of Columbia | 39,320 | 1.05× |
| Maine | 37,050 | 0.83× |
| Delaware | 35,571 | 1.04× |
| Montana | 25,127 | 0.73× |
| Alaska | 22,537 | 0.85× |
| South Dakota | 19,749 | 0.69× |
| North Dakota | 18,881 | 0.74× |
| Vermont | 15,673 | 0.72× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rhianna (singer) | 6.25× | Music & Radio |
| Euphoria | 1.68× | Movies & TV |
| Comedy movies | 1.58× | Movies & TV |
| Harry Potter | 1.6× | Movies & TV |
| Taylor Swift | 1.82× | Music & Radio |
| Sephora | 1.71× | Shopping |
| Old Navy | 1.53× | Fashion & Accessoires |
| Savannah Guthrie | 2.38× | Movies & TV |
| 1.54× | Internet & Social Media | |
| Macy's | 1.51× | Shopping |
| Scooby-Doo | 1.99× | Movies & TV |
| Fashion Nova | 1.97× | Shopping |
| ULTA Beauty | 1.91× | Beauty & Wellness |
| Taco Bell | 1.5× | Food & Beverages |
| TMZ | 1.6× | Internet & Social Media |
| Hair Extensions | 2.12× | Beauty & Wellness |
| Batman | 1.71× | Movies & TV |
| Ana de Armas | 2.5× | Movies & TV |
| Casey | 1.78× | Music & Radio |
| Sabrina Carpenter | 2.14× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Extroversion | THRILL | 1.24 |
| Early Adopter Mentality | POWER | 1.23 |
| LGBTQ+ Identity | OPEN | 1.13 |
| Social Media Usage | JOY | 1.04 |
| Mindfulness | BALANCE | 0.99 |
| Urban Lifestyle | OPEN | 0.98 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 44.0% |
| United Kingdom | 5.3% |
| Finland | 5.2% |
See MTV audiences in other countries
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Frequently asked questions
How many fans does MTV have in United States?
MTV has an estimated audience of 12,442,138 people in United States, concentrated in California and Texas.
What is the gender split and age of MTV fans?
59.4% of MTV fans are female, 40.6% are male, with an average age of 32.2 years.
Which brands do MTV fans like most?
MTV fans show strongest brand affinity for Rhianna (singer) (6.25×), Euphoria (1.68×), and Comedy movies (1.58×) over the country average.
Where do MTV fans live in United States?
MTV fans in United States are most concentrated in California (reach 1,558,801), Texas (reach 1,218,289), and New York (reach 1,146,815). These three regions account for the largest share of the active audience.
What other brands do MTV fans also like?
Beyond MTV itself, the audience over-indexes on Euphoria (1.68×), Comedy movies (1.58×), Harry Potter (1.6×), and Taylor Swift (1.82×) compared to the United States average.
How to read this data
Audience size is the estimated number of people in United States who actively search for MTV. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.